MAKE SHREK YOUR BUSINESS IDOL
By Jenny Fujita and Joy Miura Koerte, Fujita & Miura Public Relations
On
June 14, Reuters reported that "Shrek 2" became "the highest-grossing
animated film of all time in the United States and Canada," having sold $354
million worth of tickets. E! Online called "Shrek 2" a "mean green
money machine" and an "ogre-iffic sequel." While we all know and
love Shrek, Donkey, and Princess Fiona, and while we appreciate the top-notch
scripting and animation in the movie, there are many great animated movies on
the market today. What pushed "Shrek 2" over the top? The answer is
in cross-promotion. Cross
promotion is a buzz phrase among marketing professionals these days and for good
reason. Just as collaboration is the trend in government, business and community
service, it is also the hot new thing in the art of promotion. So, how did cross
promotion work for "Shrek 2?" Those
who marketed the film smartly made a ton of partnerships. When the movie was released,
we suddenly began seeing a plethora of TV ads featuring the "Shrek 2"
characters. A Dial Soap commercial features Shrek pulling a green blob out of
his ear and placing it on a sink where Donkey subsequently mistakes the ear goop
for hair gel, and slicks it through his forelock (ala "Something About Mary").
The commercial ends with Dial's tagline, "You're not as clean as you think."
The cartoons also made their way through Burger King, Baskin & Robbins, M&M,
Sierra Mist, Hewlett-Packard, and many other ads. On the "Shrek 2" website,
11 promotional partners are listed, including the United States Postal Service.
It wasn't just about appearing in TV ads though. Each partner product featured
games, toys, or contests that pushed the collaborative and promotional envelope. The
success of "Shrek 2" teaches us that today it's not necessarily enough
to offer a great product or service. We have to work together to pull consumers
off their couches and compel them to buy our widgets and our partners' widgets
as a whole, better, more alluring package. Think about who you can team up with
to give your business the edge you need to succeed, and be sure to integrate both
marketing (sales) and public relations (relationship-building) tactics.
Next
PR Article
|
